The effect of consumer emotions on online purchasing behavior

Küçük Resim Yok

Tarih

2019

Yazarlar

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

IGI Global

Erişim Hakkı

info:eu-repo/semantics/closedAccess

Özet

This chapter was written to demonstrate the effect of consumer emotion on online purchasing behavior. According to the results obtained from 418 data, it was observed that both positive and negative emotions impacted online buying behavior. In this context, as the positive emotions of the online consumer increases, the frequency of purchases increases, but as the negative emotions of the online consumer increases, the frequency of purchases decreases. In addition, user interface quality, product information quality, service information quality, site awareness, security perception, information satisfaction, and relational benefit factors are factors that negatively affect consumers emotionally in purchasing online. On the other hand, only product information quality, user interface quality, and security perception factors positively affect emotions of online consumers. © 2020, IGI Global.

Açıklama

Anahtar Kelimeler

Kaynak

Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage

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N/A

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